West Lane Acquires Beauty Company

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West Lane Acquires Beauty Company
Makeup: Mented Cosmetics focuses on providing beauty products for women of color.

West Lane Capital Partners LLC is growing its portfolio of beauty and wellness companies with the acquisition of Mented Cosmetics Inc. The Sawtelle-based private equity firm said that Mented will merge with another of its portfolio companies, Blooming Brands. Terms of the deal were not disclosed.

Mented, which is based in New York, is a cosmetic line with a focus on creating inclusive beauty products for women of color. KJ Miller, co-founder and chief executive of Mented, will join the Blooming Brands team while continuing to oversee the Mented brand. The acquisition closed in mid-March.

“Joining the West Lane portfolio is the right strategic move for Mented and will provide numerous growth opportunities for the brand,” Miller said in a statement. “West Lane’s resources in the beauty and wellness space will provide tremendous benefits for the business, from both an operational as well as growth perspective.”

West Lane has invested more than $250 million to date and its current portfolio includes Las Vegas-based Body Spa Group LLC, New York-based Stansberry Asset Management and Florida-based International Hair and Beauty Systems LLC. Last month, the firm acquired haircare brand Seven LLC.

West Lane said in a statement that, through capital investment and industry knowledge, its firm will help Mented to continue distribution while establishing new products to meet consumer demand. Michael Wentz, a vice president at West Lane, said that there are “strong synergies” between Mented and its other portfolio companies.

“Mented is a very strong addition to the West Lane platform of beauty and wellness businesses, and we are excited to work with KJ and the team to continue providing high quality products to Mented’s loyal customer base,” Wentz said.

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